Reading...
Play button
Play button
Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
69 Cards in this Set
- Front
- Back
|
When planning a marketing communication strategy, which part of the communication model should be analyzed first?
|
promotional mix
|
|
|
what is a promotional mix?
|
Using several different types of communication to support marketing goals which include Advertising, Personal selling, Publicity, and Sales promotions.
|
|
|
What is going to determine the ability of a sender and a receiver to communicate when messages are encoded?
|
Senders adjust messages according to the medium and receivers’ traits
|
|
|
What is “Noise” in the communication process?
|
anything that can interfere w the communication process. Can be several dif types of noise. First type- regular noise like sounds.
|
|
|
What is internal noise?
|
(Difficulties caused by how you communicated yourself [Language])
interference that is carried within the message because of the way you encoded it. Ex: could come from using language that is above the comprehension of your receiver. |
|
|
What are the 3 tasks of Promotion?
|
Inform, persuade, remind
|
|
|
What does the acronym AIDA stand for?
|
Attention, Interest, Desire, Action
|
|
|
Which type of promotion is better for consumer markets?
|
Advertising– Involves non-personal, mostly paid promotions often using mass media outlets to deliver the marketer’s message.
|
|
|
What type of promotion is better for industrial markets?
|
Personal selling
|
|
|
For what purpose would personal selling be used in the introductory stage of the Product Life Cycle of a consumer product?
|
• Personal selling is very expensive per contact. If the product is very complicated, use personal selling. Also, if the personal decision is a very complex decision (too many variables to make a decision or has a lot of different effects).
|
|
|
What is a pull strategy in promotion?
|
A pull strategy is a strategy in which the goal is to get consumers to pull the product into the supply chain by demanding it.
|
|
|
What is a push strategy in promotion?
|
A push strategy is designed to increase demand by focusing on wholesalers, distributors, or sales people.
|
|
|
What characteristics make Advertising different from the other forms of promotion?
|
An advertising campaign has three broad objectives: inform, persuade, or remind the target audience.
|
|
|
What are the 2 forms of institutional advertising and their characteristics?
|
The corporate image add - Make their image look better, to portray a feeling about your company
The advocacy add- To put forth a certain idea A certain mission or idea, we support this… |
|
|
What are the 3 forms of product advertising and their characteristics?
|
Informative advertising- Giving as much info as you can usually at the introductory stage of the life cycle, less fat etc
Reminder advertising- Use during late maturity or decline of PLC. Remind uses that you are still around Persuasive advertising- Going to use more in the growth stage of the product life cycle |
|
|
What is the main advantage of comparative advertising?
|
A form of promotion in which you actually mention the name and the product of your competition.
Strongest form of attack that you can do to your competition. It’s a frontal attack. |
|
|
What are some of the disadvantages of comparative advertising?
|
bad cause you are using your add space for your competitors.
It simply makes you look bad, negative advertising, people consider it unfair. This type of advertising is banned in most countries around the world. |
|
|
What is the major part of advertising expenditures spent on?
|
the bulk of marketing dollars is spent on the creation and distribution of advertisements.
|
|
|
How do advertising agencies get paid for the services they provide national advertisers?
|
If they are a national advertiser (a company that spends more than a 100,000 million in advertising) – you are going to get paid by commission on the media that you by for them
Ex, 30 seconds on super bowl, you go to network running super bowl, the agency will get a discount or a commission of around 10 percent, so you get 300,000 and you only pay difference, 2,700,000 |
|
|
How do advertising agencies get paid for the services they provide non-national or local advertisers?
|
If not a national advertiser, you are going to get paid by billing them for the media you buy + creative work you do for them
|
|
|
In media communications, what is the All-or-None Principle?
|
persons who are above average in exposure to one medium tend to be above average in exposure to all conversely, persons who do not use a medium much tend to not use all others much
People go from one extreme to the other; It had to do with interest If you are interested in the news, so you use everything that shows news, internet, radio, newspaper, TV |
|
|
In media communications, what is the Education Principle?
|
the better educated a person is, the more use she will make of the media
|
|
|
In media communications, what is the Age Principle?
|
as Americans become older, they tend to use the media more for serious purposes and less for entertainment
|
|
|
In media communications, what is the Economic Principle?
|
use of the media increase as income increases, particularly in the printed media.
|
|
|
In media communications, what is the Least Effort Principle?
|
persons take the route of least resistance in their choice of media
|
|
|
For advertising media, how do you calculate: Cost per Contact?
|
the cost of reaching one member of the target market
= cost of media/size of audience |
|
|
For advertising media, how do you calculate: CPM?
|
the cost of reaching 1000 members of the target market
= cost per contact x 1000 |
|
|
For advertising media, how do you calculate: Reach?
|
= target customers / people radio listeners
|
|
|
For advertising media, how do you calculate: Frequency?
|
= gross rating points/reach
|
|
|
For advertising media, how do you calculate: Average Frequency?
|
total exposure / audience reach
|
|
|
What is "reach" for a commercial?
|
The number of different target customers who are exposed to a commercial at least once during a specific period of time (usually 4 weeks)
|
|
|
What is "frequency" for a commercial?
|
The number of times an individual is exposed to a message during a specific period of time (usually 4 weeks)
|
|
|
How does TV get their market segmentation?
|
The time, the genre of the show,
|
|
|
How does the radio get their market segmentation?
|
By their format, talk radio, sports radio
|
|
|
How do magazines get their market segmentation?
|
By the content within the magazine.
|
|
|
How do newspapers get their market segmentation?
|
Their particular area, within the newspaper they get it from the different sections
|
|
|
How do the outdoors get their market segmentation?
|
By the location of the outdoor advertisement
Time and cost are considerations of what media you use |
|
|
What is the purpose of Public Relations?
|
• Public relations programs are used to build and maintain a positive image of the firm, head off unfavorable stories or events, and maintaining positive relationships with the media. Firms can accomplish these public relations objectives by working with or providing the media with products or favorable information to be used in articles, television appearances, etc. They can also work with charities or co-sponsor events.
|
|
|
Is Publicity “Free Advertising?”
|
No, it is unpaid advertising
|
|
|
What is the main advantage of Publicity over Advertising?
|
• Publicity is:
more effective. is almost always used in conjunction with consumer satisfaction surveys. not a paid form of marketing communication. designed to remind consumers while advertising is used to interview consumers. is designed for selective demand and not universal demand. |
|
|
What are the 2 things that you as a marketer cannot control in Publicity?
|
Placement
Content |
|
|
What are the 2 purposes of Sales Promotions?
|
1) Stimulate demand
2) improve dealer effectiveness |
|
|
What are the advantages of Personal Selling over the other forms of promotion?
|
presentations are very flexible and you get an immediate response.
|
|
|
Under what conditions would you use Personal Selling instead of Advertising?
|
If the product is very complicated and needs a lot of explanation you are going to use personal selling
If the purchasing decision is a complex decision; Too many variables to make decision; Something that has a lot of different effects (car) |
|
|
What are some of the methods used in Personal Selling to generate leads/prospecting?
|
The first step in the selling process is to generate a list of potential customers (leads) and assess their potential (qualify)
• Use the other tools of communication, advertising, and referrals, cold calling used to be done a lot through telephone calling, or knocking on doors |
|
|
What are some sources of leads for personal selling?
|
current customers, networking events, the internet, trade shows.
|
|
|
What are some ways to generate leads for personal selling?
|
cold calls, telemarketing
|
|
|
What is "cold-calling"?
|
Cold calls are a method of prospecting in which sales people telephone or go to see potential clients without appointments.
|
|
|
What are the 2 things that you want to determine when qualifying a customer?
|
Willingness to buy/pay
readiness to buy |
|
|
What does the “canned” sales presentation consist of?
|
Prepared or canned
Scripted, memorized, rehearse it |
|
|
What are some advantages and disadvantages of "canned" sales presentations?
|
Disadvantages- It sounds rehearsed, you run out of ammo
Advantages- Can be written by a very good sales person |
|
|
What does the “need-satisfaction” sales presentation consist of?
|
opening remarks- what does the customer need
need assessment presentation- unrehearsed |
|
|
What are some advantages and disadvantages of the "need-satisfaction" sales presentation?
|
advantages- it is caters to customers
disadvantages- require very good communicator |
|
|
What does the “selling formula” sales presentation consist of?
|
combination of both;
canned opening (rehearsed) need assessment |
|
|
What are some of the methods of handling objections in the personal selling process?
|
Ignore the objection.
Turn objection into a reason for buying. Deny objection. Change price to a price over a different time period to make more feasible. |
|
|
What is “closing” in the selling process?
|
the moment when the customer pays you and signs on the line
|
|
|
What is the “urgency” close?
|
Urgency approach- The sale ends tonight
|
|
|
What is the “assumption” close?
|
You assume customer has said yes, and you start asking question that write the order up
ex. Furniture store you show a customer a piece of furniture, she is indecisive, so the seller assumes she says she is buying, so you take out your pad and write up her order |
|
|
What is the “direct approach” close?
|
AFTO- Ask for the order (and SHUTUP)
Danger in this closing-To confrontational |
|
|
Why do we need to follow-up after a sale has been closed?
|
Make sure there is no problems
And take care of cognitive dissonance |
|
|
What are the 3 types of selling jobs and their characteristics?
|
Order getters- Most complete sales people you can have, good at prospecting, good at presentation, and close orders
Order takers- Mostly emphasize the closing of the order, the actual action process of the order, the operators standing by. The cashiers in markets and stores Sales support personnel- Staff support to the sales people. Help the sales person to make sale |
|
|
What are the two different kinds of sales support personnel?
|
Missionary sales rep- The pharmaceutical reps, they go visit doctors and they leave samples with the doctor. Liquor missionary, go to bar and buy drinks for people but use your liquor
Technical specialist- Help sales people make sale and explain the product to the customer, highly complicated items. |
|
|
Which forms of promotion are very effective in generating Attention in the Hierarchy of Effects model?
|
Advertising is very good at the beginning of the hierarchy, gets weaker as it goes and can not close the order
Advertising and public relations are very affective at the beginning of hierarchy |
|
|
Which ones are very effective in taking the customer from Conviction to Purchase (Action)?
|
Personal selling and sales promotion are very good throughout
Personal selling is much better at getting from conviction to purchase |
|
|
Where does understanding occur in the communication process?
|
occurs where the field of experience of a sender overlaps the field of experience of the receiver.
|
|
|
is publicity free advertising?
|
no its not free, its non-paid advertising, but not free.
|
|
|
Advertising is by a...
|
known sponsor
|
|
|
publicity is...
|
unpaid and you don't know who is sponsoring.
|
|
|
For what purpose would you be using personal selling in the introductory stage of the product life cycle of a common consumer product?
|
to sell to the intermediaries
|
